18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

gTLDFull Legal NameDetail
.banqueGEXBAN SASView

THE MISSION AND PURPOSE OF THE NEW .APP gTLD IS TO BENEFIT THE COMMUNITY OF INDEPENDENT SOFTWARE APPLICATION (APP) DEVELOPERS AND PUBLISHERS, AND INTERNET USERS, BY CREATING AN INNOVATIVE DOMAIN SPACE WHICH PROVIDES FAIR AND OPEN ACCESS TO DESIRED DOMAIN NAMES FOR APPS.

The .app gTLD will create a new generation gTLD serving the interests of the community of independent app developers and publishers, consumers and internet users. TRI Ventures, Inc. (TRI Ventures) intends to create an innovative, fair and open .app domain space under which app developers and publishers can register their desired domain names and provide information and services regarding a wide range of published apps to internet users. TRI Ventures intends to offer domain names to the community of independent app developers and publishers to allow them to gain access to appropriate domain names for their published apps. The new user-friendly .app gTLD will provide an intuitive, easy to use, central location for internet users and consumers to discover new apps and find information about a large library of published apps.

Registrations for domain names under the .app gTLD will be available to the community of independent app developers and publishers. This will ensure that the .app gTLD provides a relevant domain space where the app development and publishing industry can develop websites that provide reliable information related to their app. App publishers that register .app domain names will enjoy the benefit of being part of a global online app community to connect with app users and other developers. Internet users will be able to easily access memorable second level domain names under the .app gTLD to find desired information about a wide range of apps.

TRI Ventures is a diverse private company that operates in a variety of markets, including marketing and design staffing solutions under the Aquent brand name. Since its formation in 1986, Aquent has grown to become a multinational talent agency with offices around the world. TRI Ventures was an early investor in Angie’s List, Inc. and remains a large shareholder after its IPO. In addition, TRI Ventures owns litl, a start-up company that focuses on creating hardware, software and apps. Litl has a number of apps in Apple and Android app stores. In this regard, continuous innovation and providing a high quality of service are of greatest importance for all of our business endeavours. The new .app gTLD will provide a valuable service to the community of independent app developers and publishers to easily acquire and expand naming options for their apps. The .app gTLD will provide open and fair access to app developers to register appropriate domain names under .app and provide a central, intuitive online location for consumers and internet users to find information about, search for and discover exciting new apps.

Since the inception of the current domain name system, business activities conducted on the internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. The .app gTLD will foster greater trust and assurance from internet users connecting with app publishers online, whilst still allowing convenient and efficient interaction.

TRI Ventures’ mission and purpose of the gTLD share ICANN’s initiatives to promote public interest. TRI Ventures is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:

- CONSUMER TRUST: .app will only allow entities and persons with an interest in software applications (apps), who meet the eligibility requirements, to register domain names under the .app gTLD, as specified in the registration policy. The .app gTLD will create a globally recognisable, central location for app publishers, which will result in consumer trust and confidence in information and services provided under the .app domain space. As .app domain names are subject to registration standards, policies and procedures under TRI Ventures’ control, this limits the possibility of malicious conduct within .app;

- COMPETITION: the .app gTLD is intended to promote competition and consumer choice among prospective registrants in the app development and publishing industry, who will have a choice of gTLDs with which to register. The .app gTLD provides a competitive alternative to current TLDs by offering fair, open and easily accessible registrations under the .app domain space; and

- CONSUMER CHOICE: the new gTLD will enable user-driven improvements and innovations, with specific relevance to the app development industry and related services, with second and third level domains to be registered by app developers and publishers. This will allow consumers more choice for interacting with the app development industry, as well as encouraging competition between app developers to interact with consumers in a user-friendly manner. As TRI Ventures will put in place an appropriate policy for the registration and use of domain names under .app, this will also contribute towards general service innovations on the internet.


The projected number of registrations in the .app gTLD is likely to be around 26,000 domain names in the first year. However, over the next three years, the number of registrations is likely to increase to about 44,000 domain names as global recognition of the .app gTLD increases and as TRI Ventures implements new services and marketing campaigns.

As the new .app gTLD expands and evolves, TRI Ventures will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. TRI Ventures will keep ICANN reasonably informed of any material developments relating to .app gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

“App” is a generic term used to describe software applications, and as such, Tri Ventures believes that it should not be trademarked or controlled by a self-interested corporation or entity. TRI Ventures believes that a neutral third party should create and operate the .app domain space for the benefit of the app development and publishing community by offering fair, open and easy access to newly available and appropriate domain names related to their apps.

Similar gTLD applications: (1)

gTLDFull Legal NameDetail
.appTRI Ventures, Inc.View